Tags: LINE@

Putting the “Great” in Integrations: WordPress Plugin

Putting the “Great” in Integrations: WordPress Plugin

Beyond • March 12, 2014

If Content is King, then Wordpress is the Queen that runs the show, and the one who calls all the shots ;) Ever since 2003, Wordpress has been the most popular blogging software on the web. Also for non-bloggers, companies still prefer to use Wordpress to run their site, thanks to their ease of use, the ability to manage the site from any computer, the readability in search engines, and my own personal favorite, the fact that you don’t need to know a bit of HTML editing to run your site. So don’t worry, you don’t need to know any of this weird alien language: You can simply create a new blog post, upload a photo or video, and change your page format all within a simple dashboard. Even though Wordpress started out as a hobby for those who just simply wanted to blog for fun, quality content marketing is becoming so critical in increasing brand awareness and gaining new customers that Wordpress is now a fundamental tool in every marketing strategy. Creating relevant and valuable content is just 30% of the work. Your well-written and informative blog isn’t going to attract anyone if you just let it sit there. That’s why the other 70% goes into email marketing to spread the word around! Everyone already knows what email marketing is: emailing customers newsletters, promotions, short blurbs here and there to build loyalty and interactions between the customers and the company. Why not unite both content marketing and email marketing to create the ultimate online marketing royalty? Way more exciting than William and Kate. Benchmark Email has a new easy to use plugin, Benchmark Email Lite, which was specifically made for Wordpress to incorporate the benefits of email marketing right into your Wordpress account. Benchmark Email Lite for WordPress wistiaEmbed = Wistia.embed(\"skzon08016\"); With the plugin, you can create and customize a signup form to add to any page on your site. If readers just can’t enough of your blog, they can subscribe by entering their email addresses into the signup box so they can be notified by email when you have a new post, or they can receive any information you want to send to them. In businesses, constant interaction with customers is important, and the rule still applies with blogging. Readers come to your site to read your blog, but what will keep them coming back to your blog is if you have something additional to offer them as well. Think of weekly newsletters, relevant articles, industry updates, fun giveaways, random contests, etc. Readers will start to see you as a wealth of information they need, instead of just a blogger. What is also unique about these forms is that they automatically adjust to blend into your current webpage’s color scheme, so everything looks professional and seamless. The plugin also allows you to create blog posts as campaigns to send out to your readers. This makes it much more convenient for your readers since they can simply just go to their inboxes to read your blogs. You will also be able to view your blog’s analytics and track down when and where your traffic is coming from. This plugin is a must have for Wordpress users out there that want to see their email list grow right off their page, and in a user-friendly way too!


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David Ogilvy’s ‘Mad Men’ Rules For Successful Email Marketing

David Ogilvy’s ‘Mad Men’ Rules For Successful Email Marketing

Beyond • February 23, 2010

Although David Ogilvy, the genius \"Mad Men\" co-founder of Ogilvy & Mather advertising agency, did not live to see the day of universal email marketing, he set out a series of rules in his books of the Fifties and Sixties which are just as applicable to modern email marketing as they were in placing a full page ad in Life or a 60 second commercial on The Ed Sullivan Show. Ogilvy stated that he hated \"rules\" yet his books laid out rules for proper advertising which remain somewhat equivalent to the Stone Tablets of Madison Avenue. \"I am sometimes attacked for imposing \'rules\'. Nothing could be further from the truth. I hate rules. All I do is report on how consumers react to different stimuli.\" Research demonstrates what hits a chord with your customers and what doesn\'t, so it pays to do the research and then most importantly structure your efforts so that they fit the research results. Creative Is Good, But Effective Is Better \"I do not regard advertising as entertainment or an art form but as a medium of information. When I write an advertisement, I don\'t want you to tell me that you find it \'creative\'. I want you to find it so interesting that you buy the product.\" You must never let your goal waver from the essence of your message which is to take action. Although email marketing can be informative and educational, the bottom line is that it must sell. This Ogilvy \"rule\" accompanies his: \"You cannot bore people into buying your product. You can only interest them into buying it.\" How many times have we composed an email message by rote without taking the care to truly delve into why it is, again, \"so interesting that you buy the product\"? Honesty & The Big Idea \"It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night.\" Great email marketing contains an idea so big that your readers literally stop and take notice. It has to be so unique that your more savvy customers must wonder why they didn\'t think of it themselves. \"Don\'t try to imply that your product is better. Just say what is good about your product and do a clearer, more honest, more informative job of saying it.\" The reality of competitive commerce is that it likely is very true that although your product or service may have some leading features it\'s not necessarily the end-all. Your readers will appreciate your honesty in proving that it\'s the right one for them. Stick With What Works \"If you are lucky enough to write a good advertisement, repeat it until it stops selling. Scores of good advertisements have been discarded before they lost their potency.\" This may just be one of the truly great dictums for email marketing. If you find something that really works, stick with it. Due to the nature of email marketing you can\'t just repeat the same message verbatim, but when your metrics show an essential approach which is a winner, you can be confident in establishing your campaign on it. The Subject Line Is Your Headline \"On the average, five times as many people read the headlines as read the body copy. It follows that unless your headline sells your products, you have wasted 90 per cent of your money.\" All we need to do is replace headline with subject line, and the overarching truth is so evident it needs no further explanation. Although David Ogilvy wrote these words when cars had fins and backyards had bomb shelters, the cosmic truths they contain can still serve as a beacon to email marketers in our world of instantaneous global interactive communication. Although he never knew it, David Ogilvy was a great email marketer.


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Your Email Marketing Success Can Turn On A Subject Line

Your Email Marketing Success Can Turn On A Subject Line

Beyond • February 9, 2010

Imagine having to distill your entire marketing pitch not into an email message but all the way down to just a few dozen characters. Next to impossible? Yet you do it all the time. The Subject line is the ultimate condensation of your entire approach and it is a factor of such critical importance that the way it is composed can make a considerable difference to your response rates. Turn Your Customer On, Not Off Personalization is extremely important in email marketing yet the one place you want to avoid that is the Subject line. Quickly scan through your inbox and see how many times messages from people you know personally have used your name in the Subject line. Almost never. Therefore whenever a customer receives an email with their first name (or even worse first and last name) it absolutely smells of mail merge. There are few phrases more boring in a Subject line than: February 2010 Newsletter. After all, the date stamp will tell the user when the email arrived, and you should be able to come up with a more descriptive and interesting title than Newsletter. Change up your Subject lines to reflect the content of your message for variety and relevance. It is nearly impossible to test too much in email marketing. If you are blessed with a substantial list, then you should constantly be trying different Subject line approaches on various segments of your list and poring over the result statistics to identify the variants that worked the best. When you think you\'ve tested enough, test some more! Place Yourself In The Customer\'s Position People are busy and they do not sit idly by their computers just waiting for your next email to arrive. Therefore it is imperative to demonstrate in the Subject line what the benefit is to them. If there is a clear and unambiguous advantage to them to open up and read your email right now, they almost always will. Controversy galvanizes and hinting at a hot button topic or making a risky statement in a Subject line can definitely attract attention. You can also go too far with this approach and antagonize or offend your customer so sensitivity is the key. Most email clients top out at around fifty characters that they can easily display, so typing your entire inventory list into the Subject line just screams of desperation. Keep the Subject lines short for the best readability and save the descriptive verbiage for the body. Keeping It Real Naturally what you say is as important as how briefly you say it. Although a call to action is imperative, it\'s important to find the right balance between triggering a response and alienating your customer. Blatant sell words like buy spell S-P-A-M, so try to use verbs which ask the customer to act for their benefit such as: enhance focus upgrade refine discover realize Not only will your customer respond better, but you\'ll also bypass the various ISPs\' spam filters which will catch words like free, sale, guaranteed, etc. ALL CAPS IS NOT FOR SUBJECT LINES, nor are ellipses ... or multiple exclamation marks!!! If you\'re using this for Valentine\'s Day »-(¯`v´¯)-» or this to indicate a face ‹(•¿•)› or this as a spacer -:¦:-•:*\'\"\"*:•.-:¦:- you might as well not even send the email. Your Electronic Business Card The Subject line is your email\'s electronic business card, store front, and identity all wrapped up into a handful of characters. Concentrate on writing the best Subject lines you can possibly manage and you will reap the benefits in increased response rates.


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Common Email Marketing Mistakes

Common Email Marketing Mistakes

Beyond • August 22, 2009

Email marketing, if carried out in the right way, is extremely economical and can provide you with some spectacular results. Best email marketing results require a moral, and extensively detailed plan to be in place. Setting this plan in place usually takes up a substantial amount of thought and energy; this is something a lot of email marketers fail to give consideration to. To avoid making typical beginner mistakes, take a look at our list of common email marketing mistakes. 1. Marketing without permission Sending emails without the explicit permission of your recipients makes you a spam sender. This is illegal and is an excellent way to destroy your reputation. There are a lot of email marketers out there who take the easy and wrong way out; they purchase email lists, or create lists unethically by compiling them from the Internet. The first step for you as an email marketer is to gather permission from your customers. This step should be carried out before you start pumping in money and effort in your marketing endeavour. Getting permission is not all that difficult and goes a long way in reducing your spam complaints and legal issues, increasing deliverability and vastly improving your open and click through rates. For tips on increasing your list, click here. 2. Ineffective List Creation Your email list is critical for successfully managing your email campaign. In fact, your list is so important that it is what determines the success or failure of your campaign. True, it is not always the easiest thing to choose the perfect list. However, there are a number of tried and tested techniques that should work well for you. At the same time, there are certain common mistakes that are made frequently by email marketers and should be avoided at all costs. For instance, using outdated email lists that have been collecting dust for over a year will provide you with nothing but inactive emails. Similarly, renting shady lists will simply result in you illegally sending out spam mails; this could lead to you getting caught as a spammer and you would then have to pay the consequences. Another common mistake is bringing back to life inactive house lists; this is another sure fire way to be labelled a spammer. Avoid these mistakes at all costs. 3. Bad subject lines As an email marketer, your goal is to get your recipients to not only open your email but also to read its content. Your subject line plays a huge role in making this goal a reality. Unfortunately, many email marketers fail to see the correlation between an effective subject line and a great response rate. Many times the subject line is a last minute effort and at times it is even left as an empty field. It is not a question of filling in the subject line; your heading must be relevant, effective and something that grabs the attention of the recipient. Your subject line must give the recipient a feel for the content of your email. Keep your heading simple and honest; avoid trying to hard sell your email with subjects such as “Huge Discount”. 4. Going for one time sales rather than relationships The mistake here is that email marketers tend to use email explosions to carry out their campaigns. Launching emails at unknown recipients is a complete waste of effort. What must be understood is that a successful email campaign is one that is targeted at the right people and slowly but surely builds a long term relationship. Sending out emails to random people is about as subtle as throwing a bomb; all you will be left with is a destruction zone. You need to work on those people who have given you the green flag in terms of permission; these people want to read what you send them, are interested in providing you feedback and are a good investment in terms of time and effort as they have the potential to become long lasting relationships. So don’t bomb your recipients; build them up. 5. Failing to test your campaign Unfortunately a lot of email marketers realise too late that their marketing strategy could have been vastly improved upon before launching it full scale. This is because they tend to launch their campaigns without any prior testing. The result? Absolutely no response. This is a shame especially since email newsletters are such a prime method of testing different options. Try out different subjects; change your content around, experiment with images and pictures and test them all out on a sample group. Once you see what combination gets the best result, that’s when you should start sending your emails out to your entire email list.


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